When a facility such as The Regional Cancer Center has progress to share, the patients and families that it serves are naturally interested in the news. The challenge here was to get an even broader audience to hear and appreciate the advancements--no easy task when the topic is as unsettling as cancer can be.

Our strategy tied the Center's familiar green and white sign to a theme that asks the friendly question, "Have You Seen What We're Up To Lately?" The answers, revealed in TV and newspaper advertising, ranged from new technologies to plans for a 15th anniversary celebration. And the results included a highly successful open house, greater awareness of the Center's services among local physicians and countless letters of congratulation from the community.